Análisis de reputación empresarial y de engagement en Instagram: Una mirada comparativa a través de rankings

Abstract

In the current digital era, corporate reputation and social networks are closely linked, as the latter have transformed the way companies interact with their customers and, consequently, the way they are perceived. This research compares the ranking of companies with the best reputation in Spain generated by Merco (Monitor Empresarial de Reputación Corporativa) with a self-made ranking of engagement on Instagram, obtained through the TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) multicriteria method. The results indicate that social networks are becoming increasingly important and poor management of them can have a negative multiplier effect on a company's reputation, although the opposite is not necessarily true. On the other hand, we show a disparity in the degree of engagement between companies directly related to technology and the rest. The theoretical and practical implications of these results are discussed.